Irish Ferries has extended its remarkable reign in the Irish travel industry, claiming the Ferry Company award for the 14th consecutive year at the Irish Travel Industry Awards. They are unbeaten in the history of this category.
The accolade, presented at the glamorous ceremony in Dublin’s Mansion House and organised by the Irish Travel Agents Association (ITAA) in association with MSC Cruises, saw Irish Ferries triumph over a competitive shortlist including Brittany Ferries, P&O Ferries, and Stena Line. This unbroken streak—spanning well over a decade—highlights the operator’s unwavering dominance and the deep trust it inspires among Irish travel agents and holidaymakers alike.
As Ireland’s leading ferry provider on the key Dublin–Holyhead and Rosslare–Pembroke Dock routes, Irish Ferries operates a modern fleet including the high-speed Jonathan Swift and the larger vessels Ulysses, W.B. Yeats, and Oscar Wilde. These ships offer a blend of comfort, efficiency, and capacity that has become synonymous with reliable cross-channel travel. The company’s activities in the Irish market are multifaceted, focusing on seamless partnerships with the travel trade, targeted promotions, and continual service enhancements that keep it ahead of competitors.
Irish Ferries maintains close ties with agents through dedicated trade support, including regular updates, familiarisation opportunities aboard its vessels, and co-operative marketing initiatives. Agents from agencies nationwide praise the operator’s responsive account management, user-friendly booking systems, and attractive commission structures. Prominent operators such as Tour America, Cassidy Travel, and specialist ferry bookers integrate Irish Ferries prominently into their offerings, often bundling ferry crossings with accommodation, car hire, or coach tours to the UK and beyond.
Marketing efforts are tailored to Irish preferences, emphasising value, convenience, and family-friendly features. Campaigns highlight flexible sailings—with multiple daily departures from Dublin to Holyhead in as little as three hours twenty minutes on the fast craft—and the more leisurely overnight options on larger ships that include comfortable cabins, dining, and entertainment. Promotions frequently feature special fares for families, seniors, and groups, alongside seasonal deals for peak summer travel, school holidays, and events like rugby internationals or music festivals in Britain. The company’s “Sail & Stay” packages, combining ferry crossings with hotel stays or self-catering options, prove particularly popular for those planning driving holidays in Wales, England, or Scotland.
Onboard experiences have evolved to meet modern expectations. Passengers enjoy spacious lounges, premium dining options ranging from casual cafés to à la carte restaurants, free Wi-Fi (with enhanced packages available), and dedicated children’s play areas. The Ulysses, one of the largest ferries in the world, boasts extensive facilities including cinemas, shops, and bars, turning the crossing into part of the holiday rather than a mere transit. Sustainability initiatives, such as fuel-efficient operations and waste reduction programmes, also feature in messaging to appeal to environmentally conscious travellers.
Irish Ferries’ success stems from its deep roots in the market—rooted in Irish ownership and a commitment to serving the needs of Irish travellers. The company invests heavily in fleet modernisation and route reliability, ensuring minimal disruptions even during challenging weather. Feedback from agents and customers consistently highlights punctuality, courteous staff, and the sense of homecoming many feel when boarding a ship flying the Irish tricolour.
Looking ahead, Irish Ferries continues to innovate with enhanced digital booking tools, loyalty schemes, and expanded partnerships. As demand for self-drive holidays and short breaks to the UK remains strong, the operator is well-positioned to capitalise on post-pandemic travel trends favouring flexible, independent journeys.
This 14th successive win is more than an award—it is testament to Irish Ferries’ enduring partnership with the Irish travel trade and its role as the preferred gateway for countless holidays. In a fiercely competitive sector, the company’s consistent excellence ensures it remains the benchmark for cross-Irish Sea travel.
2026 awards
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